The key findings of the November 2019 edition of our new Social Media Britain report - powered by Synthesio - include: Overall Brexit continued to lead the conversation in November – however there was a 59% increase in NHS related mentions vs. October. This was driven in part by Corbyn revealing documents that he says indicate a Conservative government would sell off the NHS as part of a US trade deal. The general election, which is the focus of our deep dive this month, as well as the London Bridge terror attack - both contributed to sizeable shifts in social conversation. Following the ITV Leaders Debate, there was a sharp increase in conversation around the general election. The release of the Labour and Conservative manifestos seeing further spikes in volume towards the end of November. When comparing Johnson and Corbyn activity on Twitter in November there were some notable differences in the focus of their posts. Whilst Brexit was mentioned across 42% of Johnson’s tweets – it was only mentioned within 6% of Corbyn’s. Corbyn focused mainly on the NHS, which was mentioned in just over a third of his tweets.

1. © Ipsos | Social Britain | November 2019 | FINAL | Public
Ipsos MORI Social
Media Britain
© 2019 Ipsos. All rights reserved. Contains Ipsos' Confidential and
Proprietary information and September not be disclosed or
reproduced without the prior written consent of Ipsos.
November 2019

2. © Ipsos | Social Britain | November 2019 | FINAL | Public
Contents
1 2 3
4 5
Executive
Summary Volume Interactions
Influencers &
Hashtags Deep Dive
2
6 Methodology

3. © Ipsos | Social Britain | November 2019 | FINAL | Public
Ipsos MORI’s new Social Media Britain report offers an additional way to understand the public’s views about
issues relevant to Britain. Social media are by no means representative, and many social media data are not
accessible. (Nor should they be. For our views on the ethics of social media data, see this paper). Nor does our
analysis take into everything that people in Britain talk about on social media over the period. Nevertheless,
social media gives us an insight into people’s interests and concerns when we are not actively prompting them
to think about a particular issue or topic.
Our analysis is based on a list of 21 topics tracked over the course of a year. We determined these topics by
first analysing data from politically active forums and used text analytics-based analysis of these data to help us
write queries in Synthesio. We leveraged the Synthesio platform to gather and analyse the data.
For more information on the methodology, please see the appendix.
3
A note on the methodology
An additional lens for understanding Britons’ views

4. © Ipsos | Social Britain | November 2019 | FINAL | Public
01
Executive
Summary
• Overall Brexit continued to lead the conversation in November – however there was a
59% increase in NHS related mentions vs. October. This was driven in part by Corbyn
revealing documents that he says indicate a Conservative government would sell off
the NHS as part of a US trade deal.
• The election, which is the focus of our deep dive this month, as well as the London
Bridge terror attack - both contributed to sizeable shifts in social conversation.
• Following the ITV Leaders Debate, there was a sharp increase in conversation around
the general election. The release of the Labour and Conservative manifestos seeing
further spikes in volume towards the end of November.
• When comparing Johnson and Corbyn activity on Twitter in November there were some
notable differences in the focus of their posts. Whilst Brexit was mentioned across 42%
of Johnson’s tweets – it was only mentioned within 6% of Corbyn’s. Corbyn focused
mainly on the NHS, which was mentioned in just over a third of his tweets.
4

5. © Ipsos | Social Britain | November 2019 | FINAL | Public
Volume of posts about the topics
Source: Synthesio
5
Top 5 Topics for November – Volume
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
01/11/2019
02/11/2019
03/11/2019
04/11/2019
05/11/2019
06/11/2019
07/11/2019
08/11/2019
09/11/2019
10/11/2019
11/11/2019
12/11/2019
13/11/2019
14/11/2019
15/11/2019
16/11/2019
17/11/2019
18/11/2019
19/11/2019
20/11/2019
21/11/2019
22/11/2019
23/11/2019
24/11/2019
25/11/2019
26/11/2019
27/11/2019
28/11/2019
29/11/2019
30/11/2019
Brexit / EU / Europe
Crime / Law & Order / ASB
NHS / Hospitals / Healthcare
Environment / Pollution
Economy
Met Police pass file of criminal evidence against
Boris Johnson’s Vote Leave campaign to the CPS
Jeremy Corbyn outlines
Labour’s Brexit policy Farage announces Brexit
Party will not oppose
Boris Johnson
ITV Leaders Debate
Corbyn reveals
documents in
respect to NHS and
trade deal with US

6. © Ipsos | Social Britain | November 2019 | FINAL | Public
Level of engagement with posts about the topics & standout Brexit & Monarchy posts
Source: Synthesio
6
Top 5 Topics for November – Interactions
0.0
0.5
1.0
1.5
2.0
2.5
01/11/2019
02/11/2019
03/11/2019
04/11/2019
05/11/2019
06/11/2019
07/11/2019
08/11/2019
09/11/2019
10/11/2019
11/11/2019
12/11/2019
13/11/2019
14/11/2019
15/11/2019
16/11/2019
17/11/2019
18/11/2019
19/11/2019
20/11/2019
21/11/2019
22/11/2019
23/11/2019
24/11/2019
25/11/2019
26/11/2019
27/11/2019
28/11/2019
29/11/2019
30/11/2019
Millions
Crime / Law & Order / ASB
NHS / Hospitals / Healthcare
Brexit / EU / Europe
Environment / Pollution
Economy
Jeremy Corbyn publishes
social posts paying tribute
to NHS campaigner
Corbyn reveals documents in respect
to NHS and trade deal with US
London
Bridge attack
coverage

7. © Ipsos | Social Britain | November 2019 | FINAL | Public
Source: Synthesio
7
Top 5 Topics vs. ITV Debate – Volume
Volume of posts about the topics
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
01/11/2019
02/11/2019
03/11/2019
04/11/2019
05/11/2019
06/11/2019
07/11/2019
08/11/2019
09/11/2019
10/11/2019
11/11/2019
12/11/2019
13/11/2019
14/11/2019
15/11/2019
16/11/2019
17/11/2019
18/11/2019
19/11/2019
20/11/2019
21/11/2019
22/11/2019
23/11/2019
24/11/2019
25/11/2019
26/11/2019
27/11/2019
28/11/2019
29/11/2019
30/11/2019
Brexit / EU / Europe
Crime / Law & Order / ASB
NHS / Hospitals / Healthcare
Environment / Pollution
Economy
TV Political Debates
Criminal evidence passed to CPS
against Vote Leave campaign
Jeremy Corbyn outlines
Labour’s Brexit policy Farage announces
Brexit Party will not
oppose Boris Johnson
ITV Leaders Debate
Corbyn reveals
documents in
respect to NHS and
trade deal with US

8. © Ipsos | Social Britain | November 2019 | FINAL | Public
Volume of posts about the topics
8
General Election vs. ITV Debate - Volume
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
01/11/2019
02/11/2019
03/11/2019
04/11/2019
05/11/2019
06/11/2019
07/11/2019
08/11/2019
09/11/2019
10/11/2019
11/11/2019
12/11/2019
13/11/2019
14/11/2019
15/11/2019
16/11/2019
17/11/2019
18/11/2019
19/11/2019
20/11/2019
21/11/2019
22/11/2019
23/11/2019
24/11/2019
25/11/2019
26/11/2019
27/11/2019
28/11/2019
29/11/2019
30/11/2019
General Election
TV Political Debates
Source: Synthesio
Labour release
manifesto
Conservatives
release manifesto
Corbyn releases
documents
suggesting NHS at
risk in trade deal
ITV Leaders Debate

9. © Ipsos | Social Britain | November 2019 | FINAL | Public
02
Volume
In this section, we look at the volume for each
topic. Volume is the number of posts on social
media platforms that are related to the topic.
Posts can be published by private users,
corporate accounts or influencers.
A comment, share or retweet of the item does not
add to the total volume, these are types of
interactions (see later).
9

10. © Ipsos | Social Britain | November 2019 | FINAL | Public
Volume Rank
of Top 10
Topics
10
November 2019
Absolute Volume
Source: Synthesio
-14%
+10%
+59%
-5%
+18%
+27%
+72%
+40%
+32%
+10%
Change
since Oct
0 1 2
Immigration / immigrants
Poverty / Financial Inequality
Education / Schools
Taxation
Foreign affairs / Defence / terrorism
Economy
Environment / Pollution
NHS / Hospitals / Healthcare
Crime / Law & Order / ASB
Brexit / EU / Europe
Millions

11. © Ipsos | Social Britain | November 2019 | FINAL | Public
Volume Rank
of All Topics
Tracked
11
November 2019
0 1 2
Animal welfare
Wages / low pay / minimum wage
Devolution / Scotland / Wales / N Ireland
Countryside / rural life
Unemployment
Internet security / personal data
Housing
Fake news / disinformation
Pensions / social security / benefits
Monarchy
Immigration / immigrants
Poverty / Financial Inequality
Education / Schools
Taxation
Foreign affairs / Defence / terrorism
Economy
Environment / Pollution
NHS / Hospitals / Healthcare
Crime / Law & Order / ASB
Brexit / EU / Europe
Millions
ABSOLUTE VOLUME
Source: Synthesio

12. © Ipsos | Social Britain | November 2019 | FINAL | Public
Volume of posts about the topics
Source: Synthesio
12
All Topics for November – Volume
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
01/11/2019
02/11/2019
03/11/2019
04/11/2019
05/11/2019
06/11/2019
07/11/2019
08/11/2019
09/11/2019
10/11/2019
11/11/2019
12/11/2019
13/11/2019
14/11/2019
15/11/2019
16/11/2019
17/11/2019
18/11/2019
19/11/2019
20/11/2019
21/11/2019
22/11/2019
23/11/2019
24/11/2019
25/11/2019
26/11/2019
27/11/2019
28/11/2019
29/11/2019
30/11/2019
Brexit / EU / Europe
Crime / Law & Order / ASB
NHS / Hospitals / Healthcare
Environment / Pollution
Economy
Foreign affairs / Defence / terrorism
Taxation
Education / Schools
Poverty / Financial Inequality
Immigration / immigrants
Monarchy
Pensions / social security / benefits
Fake news / disinformation
Housing
Internet security / personal data
Unemployment
Countryside / rural life
Devolution / Scotland / Wales / N Ireland
Wages / low pay / minimum wage
Animal welfare

13. © Ipsos | Social Britain | November 2019 | FINAL | Public
Source: Synthesio
13
Top 5 Topics for November – Volume
Volume of posts about the topics
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
01/11/2019
02/11/2019
03/11/2019
04/11/2019
05/11/2019
06/11/2019
07/11/2019
08/11/2019
09/11/2019
10/11/2019
11/11/2019
12/11/2019
13/11/2019
14/11/2019
15/11/2019
16/11/2019
17/11/2019
18/11/2019
19/11/2019
20/11/2019
21/11/2019
22/11/2019
23/11/2019
24/11/2019
25/11/2019
26/11/2019
27/11/2019
28/11/2019
29/11/2019
30/11/2019
Brexit / EU / Europe
Crime / Law & Order / ASB
NHS / Hospitals / Healthcare
Environment / Pollution
Economy
Met Police pass file of criminal evidence
against Vote Leave campaign to the CPS
Jeremy Corbyn outlines
Labour’s Brexit policy Farage announces Brexit
Party will not oppose
Boris Johnson ITV Leaders’ Debate
Corbyn reveals
documents in
respect to NHS and
trade deal with US

14. © Ipsos | Social Britain | November 2019 | FINAL | Public
Volume of posts about the topics
Source: Synthesio
14
Beneath the Headlines – November – Volume
0
10,000
20,000
30,000
40,000
01/11/2019
02/11/2019
03/11/2019
04/11/2019
05/11/2019
06/11/2019
07/11/2019
08/11/2019
09/11/2019
10/11/2019
11/11/2019
12/11/2019
13/11/2019
14/11/2019
15/11/2019
16/11/2019
17/11/2019
18/11/2019
19/11/2019
20/11/2019
21/11/2019
22/11/2019
23/11/2019
24/11/2019
25/11/2019
26/11/2019
27/11/2019
28/11/2019
29/11/2019
30/11/2019
Foreign affairs / Defence / terrorism
Taxation
Education / Schools
Poverty / Financial Inequality
Immigration / immigrants
Monarchy
Pensions / social security / benefits
Fake news / disinformation
Housing
Internet security / personal data
Unemployment
Countryside / rural life
Devolution / Scotland / Wales / N Ireland
Wages / low pay / minimum wage
Animal welfare
London Bridge
terror attack
Corbyn tweets: ‘when politicians
resort to blaming immigrants you
know you’ve run out of ideas’
Labour Party unveil
manifesto

15. © Ipsos | Social Britain | November 2019 | FINAL | Public
Volume of posts about the topics
Source: Synthesio
15
Top 5 Topics by month over past year –
Volume
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2,000,000
Brexit / EU / Europe
Crime / Law & Order / ASB
NHS / Hospital / Healthcare
Environment / Pollution
Economy
European Parliament
election
Boris Johnson to
prorogue Parliament
Proposed Brexit deal
Corbyn alleges
Conservatives will sell off
NHS in a US trade deal

16. © Ipsos | Social Britain | November 2019 | FINAL | Public
Volume of posts about the topics
Source: Synthesio
16
Beneath the Headlines by month over past
year – Volume
0
100,000
200,000
300,000
400,000
500,000
600,000
Foreign Affairs / Defence / Terrorism
Education / School
Poverty / Financial Inequality
Immigration
Taxation
Monarchy
Pension / Social Security / Benefits
Internet Security
Countryside / Rural Life
Unemployment
Fake News / Disinformation
Devolution / Scotland / Wales / N Ireland
Housing
Wages / Low Pay / Minimum Wage
Animal Welfare
Terrorist shooting at two
mosques in Christchurch, New
Zealand
ISIS leader Abu Bakr al-
Baghdadi killed by US forces
London Bridge
terror attack

17. © Ipsos | Social Britain | November 2019 | FINAL | Public
03
Interactions
Interactions are the types of user engagement on
social media platforms. Interactions can be a like,
dislike, comment, share, retweet, video view, any
kinds of engagement with the post. The data is
based on Twitter, Facebook, Instagram, YouTube,
Pinterest and some mainstream media.
Interaction analysis is the most effective way to
measure audience engagement and to identify the
sources and posts that were the most engaging.
17

18. © Ipsos | Social Britain | November 2019 | FINAL | Public
Level of engagement with posts about the topics
Source: Synthesio
18
Top 5 Topics for November – Interactions
0.0
0.5
1.0
1.5
2.0
2.5
01/11/2019
02/11/2019
03/11/2019
04/11/2019
05/11/2019
06/11/2019
07/11/2019
08/11/2019
09/11/2019
10/11/2019
11/11/2019
12/11/2019
13/11/2019
14/11/2019
15/11/2019
16/11/2019
17/11/2019
18/11/2019
19/11/2019
20/11/2019
21/11/2019
22/11/2019
23/11/2019
24/11/2019
25/11/2019
26/11/2019
27/11/2019
28/11/2019
29/11/2019
30/11/2019
Millions
Crime / Law & Order / ASB
NHS / Hospitals / Healthcare
Brexit / EU / Europe
Environment / Pollution
Foreign affairs / Defence / terrorism
Jeremy Corbyn publishes
social post paying tribute
to NHS campaigner
Corbyn reveals documents in respect
to NHS and trade deal with US
London
Bridge attack
coverage

19. © Ipsos | Social Britain | November 2019 | FINAL | Public
Level of engagement with posts about the topics
Source: Synthesio
19
Beneath the Headlines – November –
Interactions
0.0
0.2
0.4
0.6
0.8
1.0
1.2
01/11/2019
02/11/2019
03/11/2019
04/11/2019
05/11/2019
06/11/2019
07/11/2019
08/11/2019
09/11/2019
10/11/2019
11/11/2019
12/11/2019
13/11/2019
14/11/2019
15/11/2019
16/11/2019
17/11/2019
18/11/2019
19/11/2019
20/11/2019
21/11/2019
22/11/2019
23/11/2019
24/11/2019
25/11/2019
26/11/2019
27/11/2019
28/11/2019
29/11/2019
30/11/2019
Millions
Monarchy
Education / Schools
Economy
Poverty / Financial Inequality
Taxation
Immigration / immigrants
Housing
Countryside / rural life
Pensions / social security / benefits
Fake news / disinformation
Unemployment
Devolution / Scotland / Wales / N Ireland
Animal welfare
Wages / low pay / minimum wage
Internet security / personal data
Music artist Stormzy tweets in
response to Jacob Rees-
Mogg’s comments on Grenfell
Jeremy Corbyn tweets about
politicians blaming immigrants
for UK’s problems
Social media response to Boris
Johnson saying the Monarchy is
‘beyond reproach’ in #ITVDebate

20. © Ipsos | Social Britain | November 2019 | FINAL | Public20
Volume vs. Interactions – November
Brexit related topics continued to lead both conversation and engagement
5 Nov: Both Corbyn and Johnson publish social posts outlining their Parties’
positions on Brexit
11 Nov: Nigel Farage announces Brexit Party will not oppose Boris Johnson
19 Nov: Johnson and Corbyn take part in ITV Leaders’ Debate
5 Nov: Jeremy Corbyn and music artist Stormzy react to comments Jacob Rees-
Mogg made about Grenfell victims
14 Nov: YouTuber Shaun Attwood posts a video about the Prince Andrew /
Epstein interview
19 Nov: News coverage of the two prison guards who guarded Jeffrey Epstein
being arrested
26 Nov: Further videos related to the Prince Andrew and Epstein posted by
Shaun Attwood on YouTube
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
0
40
80
120
Interactions(millions)
Volume(thousands)
Brexit / Europe
Volume Interactions
11/Nov
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
0
40
80
120
Interactions(millions)
Volume(thousands)
Crime / Law & Order / ASB
Volume Interactions
5/Nov 14/Nov 19/Nov
Source: SynthesioSource: Synthesio
5/Nov 19/Nov 26/Nov

21. © Ipsos | Social Britain | November 2019 | FINAL | Public21
Volume vs. Interactions – November
2 Nov: New coverage of Leonardo DiCaprio calling climate activist Greta
Thunberg ‘a leader of our time’
7 Nov: ASOS publish Instagram post about their renewable energy credentials
12 Nov: Huffington Post pay tribute to Leonardo DiCaprio for his climate activism
15 Nov: Venice council reject climate change measures shortly before flooding
19 Nov: Image of a Greta Thunberg lookalike circulated widely
28 Nov: Popular image of eco-friendly holiday resort posted
14 Nov: Nike create shoes to help doctors and nurses get through long shifts
18 Nov: News coverage of the black lungs of ‘52-year old cigarette smoker who
got through a pack each day for 30 years’
27 Nov: Corbyn releases uncensored official documents which he says provide
confirmation that the NHS is at risk in a trade deal with the USA
0.0
0.5
1.0
1.5
2.0
2.5
0
20
40
60
80
Interactions(millions)
Volume(thousands)
Environment / pollution
Volume Interactions
0.0
0.5
1.0
1.5
2.0
2.5
0
20
40
60
80
Interactions(millions)
Volume(thousands)
NHS / Hospital / Healthcare
Volume InteractionsSource: SynthesioSource: Synthesio
15/Nov 14/Nov 18/Nov28/Nov7/Nov02/Nov 19/Nov 27/Nov12/Nov

22. © Ipsos | Social Britain | November 2019 | FINAL | Public22
Volume vs. Interactions – November
0
500
1,000
1,500
2,000
0
10
20
30
40
Interactions(thousands)
Volume(thousands)
Economy
Volume Interactions
0
500
1,000
1,500
2,000
0
10
20
30
40
Interactions(thousands)
Volume(thousands)
Foreign Affairs / Defence / Terrorism
Volume Interactions
Source: SynthesioSource: Synthesio
0
500
1,000
1,500
2,000
0
10
20
30
40
Interactions(thousands)
Volume(thousands)
Education / Schools
Volume Interactions
0
500
1,000
1,500
2,000
0
10
20
30
40
Interactions(thousands)
Volume(thousands)
Monarchy
Volume Interactions
Source: SynthesioSource: Synthesio
London Bridge terror attack
Boris Johnson makes statement in TV Leaders
Debate that the Monarchy is ‘beyond reproach’
Sajid Javid tweets ‘Every single Labour government in
history has left this country with an economic crisis’

23. © Ipsos | Social Britain | November 2019 | FINAL | Public23
Volume vs. Interactions – November
0
200
400
600
800
1,000
0
5
10
15
20
25
30
Interactions(thousands)
Volume(thousands)
Poverty / Financial Inequality
Volume Interactions
0
200
400
600
800
1,000
0
5
10
15
20
25
30
Interactions(thousands)
Volume(thousands)
Taxation
Volume Interactions
Source: SynthesioSource: Synthesio
0
200
400
600
800
1,000
0
5
10
15
20
25
30
Interactions(thousands)
Volume(thousands)
Immigration
Volume Interactions
0
200
400
600
800
1,000
0
5
10
15
20
25
30
Interactions(thousands)
Volume(thousands)
Pension / Social Security / Benefits
Volume Interactions
Source: SynthesioSource: Synthesio
Jo Swinson confronted
in Glasgow by a young
voter over austerity
Jeremy Corbyn makes pledge to
end in-work poverty
Social media discussion around Labour’s
proposed new income tax structure
Jeremy Corbyn tweets about
politicians blaming immigrants
for UK’s problems

24. © Ipsos | Social Britain | November 2019 | FINAL | Public24
Volume vs. Interactions – November
0
50
100
150
200
0
2
4
6
8
10
Interactions(thousands)
Volume(thousands)
Internet Security
Volume Interactions
0
50
100
150
200
0
2
4
6
8
10
Interactions(thousands)
Volume(thousands)
Countryside / Rural Life
Volume Interactions
Source: SynthesioSource: Synthesio
0
50
100
150
200
0
2
4
6
8
10
Interactions(thousands)
Volume(thousands)
Fake News / Disinformation / Propaganda
Volume Interactions
0
50
100
150
200
0
2
4
6
8
10
Interactions(thousands)
Volume(thousands)
Unemployment
Volume Interactions
Source: SynthesioSource: Synthesio
Labour hit by a ‘sophisticated
and large-scale cyber attack’
Labour announce
plan to create 10
new national parks
Conservatives set up fake
Labour manifesto website
Man dies in Job Centre queue
after being declared fit for work

25. © Ipsos | Social Britain | November 2019 | FINAL | Public25
Volume vs. Interactions – November
0
200
400
600
800
1,000
0
5000
10000
15000
Interactions(thousands)
Volume
Devolution / Scotland / Wales / N Ireland
Volume Interactions
0
200
400
600
800
1,000
0
5000
10000
15000
Interactions(thousands)
Volume
Housing
Volume Interactions
Source: SynthesioSource: Synthesio
0
200
400
600
800
1,000
0
5000
10000
15000
Interactions(thousands)
Volume
Wages / Low Pay / Minimum Wage
Volume Interactions
0
200
400
600
800
1,000
0
5000
10000
15000
Interactions(thousands)
Volume
Animal Welfare
Volume Interactions
Source: SynthesioSource: Synthesio
Music artist Stormzy tweets in
response to Jacob Rees-
Mogg’s comments on Grenfell
Nicola Sturgeon social post about
Scottish government achievements

26. © Ipsos | Social Britain | November 2019 | FINAL | Public
04
Influencers &
Hashtags
In social media data, influencers are the users
who established credibility, leadership and
reputation in a specific topic. Influencers can
engage large audience and have an impact on
their mindset.
Hashtags are inserted in social media posts to
help users to find posts and articles they might be
interested in. Hashtags are often associated with
campaigns and movements.
26

27. © Ipsos | Social Britain | November 2019 | FINAL | Public
Top Hashtags– all topics
27
Position Top Hashtags Volume
1 #brexit 120,009
2 #ge2019 105,165
3 #nhs 61,442
4 #itvdebate 53,285
5 #bbcqt 47,579
6 #generalelection2019 34,713
7 #leadersdebate 31,591
8 #votelabour 19,895
9 #cybersecurity 17,603
10 #stopbrexit 17,045
11 #labour 15,918
12 #votelabour2019 14,086
13 #sustainability 13,849
14 #generalelection19 13,223
15 #backboris 13,162
16 #ge19 12,606
17 #voteconservative 11,912
18 #borisjohnson 11,861
19 #getbrexitdone 11,596
20 #newsnight 11,201 Source: Synthesio

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David Schneider, actor, posted frequently in November
covering the nearly all the topics we’re tracking –
surpassing Jeremy Corbyn with an additional 21 on-topic
tweets. Tweets were skewed towards Brexit / EU / Europe
(at 29%), followed by the NHS / Hospitals / Healthcare (at
17%) – however touched upon a broad range of others.
Jeremy Corbyn was ranked as the most influential profile
discussing topics tracked, which factors in total mentions,
average interactions per post and total reach. On average
Corbyn’s tweets saw 4x the number of interactions of Boris
Johnson’s. NHS / Hospitals / Healthcare accounted for the
largest proportion of tweets at 36% - with Brexit / EU /
Europe accounting for a relatively small proportion at 6%.
Piers Morgan saw fewer average interactions per post vs.
David Schneider or Jeremy Corbyn. However his
significant following saw a total reach of on-topic tweets
only slightly behind Sky Sports News. Unlike Corbyn and
Schneider the focus of Morgan’s tweets was skewed
towards Crime / Law & Order / ASB and the Monarchy.
Top Influencers on Twitter – all topics
28
November
Rank Influencer Posts* Interactions Reach
1. Jeremy Corbyn 135 2,813,428 2,220,871
2. Stormzy 7 188,716 1,238,821
3. Led By Donkeys 20 270,546 327,395
4. Piers Morgan 108 131,963 6,931,911
5. Rob Delaney 28 158,937 1,583,871
6. Paul Joseph Watson 81 532,081 1,063,054
7. Russell Howard 5 57,668 1,352,096
8. David Schneider 156 914,142 427,264
9. Sky Sports News 14 77,175 6,954,126
10. James O’Brien 74 261,734 556,640
14. Boris Johnson 162 856,899 1,253,253
*Includes posts only if related to any topic

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05
Deep Dive
Each month, we deep dive into a particular topic
or an emerging theme. This month, we have
chosen to provide an overview of how the volume
of discussion around the ITV Leaders Debate
compared to some of the key themes we’re
tracking
29

30. © Ipsos | Social Britain | November 2019 | FINAL | Public
Source: Synthesio
30
Exec Summary: #ITVDebate
37%
21%
6%
6%
5%
5%
4%
4%
3%
3%
6%
#ITVDebate mentions by topic
Brexit / EU / Europe
NHS / Hospitals / Healthcare
Crime / Law & Order / ASB
Economy
Monarchy
Poverty / Financial Inequality
Foreign affairs / Defence / terrorism
Taxation
Education / Schools
Devolution / Scotland / Wales / N Ireland
Other
On the night of the ITV debate (19th November), the spike in
associated conversation surpassed that of any of the tracked topics on
that day. It was also only marginally behind the biggest spike in
conversation across topics during the whole of November (with Brexit
related mentions seeing the biggest overall spike on the 1st Nov).
The ITV debate did however see a bigger spike in engagement than
any other topic being tracked. The second biggest spike in
engagement was driven when Corbyn revealed documents indicating
that a trade deal with the US would put the NHS at risk.
Conversation within tweets about the debate was largely focused on
Brexit (accounting for 37% of mentions), followed by the NHS (at 21%).
The single ITV debate related post however which saw the highest
level of engagement was via @FullFact who tweeted that it is
‘inappropriate and misleading for the Conservative Press Office to
rename their Twitter account’.
Following the debate there was a marked increase in mentions of the
general election – with the release of party manifesto’s further driving
discussion.

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Source: Synthesio
31
Top 5 Topics vs. ITV Debate – Volume
Volume of posts about the topics
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
01/11/2019
02/11/2019
03/11/2019
04/11/2019
05/11/2019
06/11/2019
07/11/2019
08/11/2019
09/11/2019
10/11/2019
11/11/2019
12/11/2019
13/11/2019
14/11/2019
15/11/2019
16/11/2019
17/11/2019
18/11/2019
19/11/2019
20/11/2019
21/11/2019
22/11/2019
23/11/2019
24/11/2019
25/11/2019
26/11/2019
27/11/2019
28/11/2019
29/11/2019
30/11/2019
Brexit / EU / Europe
Crime / Law & Order / ASB
NHS / Hospitals / Healthcare
Environment / Pollution
Economy
TV Political Debates
Criminal evidence passed to CPS
against Vote Leave campaign
Jeremy Corbyn outlines
Labours Brexit policy Farage announces
Brexit Party will not
oppose Boris Johnson
ITV Leaders Debate
Corbyn reveals
documents in
respect to NHS and
trade deal with US

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Level of engagement with posts about the topics
Source: Synthesio
32
Top 5 Topics vs. ITV Debate – Interactions
-0.3
0.2
0.7
1.2
1.7
2.2
2.7
01/11/2019
02/11/2019
03/11/2019
04/11/2019
05/11/2019
06/11/2019
07/11/2019
08/11/2019
09/11/2019
10/11/2019
11/11/2019
12/11/2019
13/11/2019
14/11/2019
15/11/2019
16/11/2019
17/11/2019
18/11/2019
19/11/2019
20/11/2019
21/11/2019
22/11/2019
23/11/2019
24/11/2019
25/11/2019
26/11/2019
27/11/2019
28/11/2019
29/11/2019
30/11/2019
Millions
Crime / Law & Order / ASB
NHS / Hospitals / Healthcare
Brexit / EU / Europe
Environment / Pollution
Foreign affairs / Defence / terrorism
TV Political Debates
Jeremy Corbyn publishes
social post paying tribute
to NHS campaigner
Corbyn reveals documents in
respect to NHS and trade
deal with US
London
Bridge attack
coverage
ITV Leaders Debate

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Top 5 ITV Debate Posts – By Interactions

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Volume of posts about these topics
34
General Election vs. ITV Debate - Volume
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
01/11/2019
02/11/2019
03/11/2019
04/11/2019
05/11/2019
06/11/2019
07/11/2019
08/11/2019
09/11/2019
10/11/2019
11/11/2019
12/11/2019
13/11/2019
14/11/2019
15/11/2019
16/11/2019
17/11/2019
18/11/2019
19/11/2019
20/11/2019
21/11/2019
22/11/2019
23/11/2019
24/11/2019
25/11/2019
26/11/2019
27/11/2019
28/11/2019
29/11/2019
30/11/2019
General Election
TV Political Debates
Source: Synthesio
Labour release
party manifesto
Conservatives release
party manifesto
Corbyn releases
documents
suggesting NHS at
risk in trade deal
ITV Leaders Debate

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Top General Election Posts – By Interactions

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06
Methodology
Leveraging Ipsos MORI’s and Synthesio’s
expertise, we have created our Social Britain
tracker, which enables us to keep track of key
issues in Britain
36

37. © Ipsos | Social Britain | November 2019 | FINAL | Public37
Methodology
DETERMINING IMPORTANT ISSUES AND TRACKING THEM
In order to complement our Issues Index, which has been reported over the course of many years, we have created the Social Britain
report. We have taken a number of steps to arrive at the list of topics that we track. This is not intended to represent every social
conversation that occurs in Britain.
1
In 2018, we used a generic query
(words like ‘the’, ‘just’, ‘only’, etc.)
designed to get as much data as
possible, to scrape key political
blogs and forums in the UK,
including Left Foot Forward,
Conservative Home Blog, Liberal
Democrat Voice, Labourlist,
Student Rooms Forum, etc. We
collected a year’s worth of data.
For this stage we were most
interested in getting the key
themes, rather than to try to create
a representative sample of posts.
Gather data 2
Employ bottom up topic modelling
to determine key topics mentioned.
Identify topics 3
We compared the topics vs. our
Issues Index. Were there any that
were new? Was there anything
missing? We found some topics
that were new, like information
security, and some smaller topics
that did not come up or came up as
a part of another discussion, for
example petrol prices. We used
this to create a final list of topics to
be monitored, based on
volume/size.
Compare vs. issues 4
Using the content from each topic,
we used Synthesio to create
queries, including appropriate
exclusions, for each topic.
See the next page for more on
what is included in each query. For
details on full queries, please
contact us (details on last page).
We examine this on a monthly
basis and update the queries with
latest information to include and
exclude, depending on what has
happened during the month.
Create topic queries

38. © Ipsos | Social Britain | November 2019 | FINAL | Public
Animal welfare: Posts about animal welfare,
protection, homelessness and testing.
Brexit / Europe: Posts to do with Brexit, the EU,
leaving or remaining in Europe.
Countryside / Rural life: Posts related to rural life,
agriculture and farming across the country in the UK.
Crime / Law & Order / ASB: Posts about illegal
behaviour, violence, crime, justice system and anti-
social behaviour.
Devolution / Scotland / Wales / N Ireland: Posts
related to Scottish, Welsh or Northern Irish
independence, referendum or legal system.
Economy: Posts about the Bank of England, UK’s
GDP and the interest rate of the British Pound.
Education / School: Posts related to schools,
universities, tuition fees.
Environment / Pollution: Posts about air quality,
global warming, climate change, carbon footprint,
reusable energy and recycling.
Fake news / Disinformation: Posts related to fake
news, disinformation or propaganda in the media
and news platforms.
Foreign affairs / Defence / Terrorism: Posts about
foreign policy, military defence, national security and
terrorism.
Housing: Posts about housing solutions, council
flats and also about the Grenfell catastrophe.
Immigration / Immigrants: Posts about immigration
both legal and illegal, deportation, asylum seekers
and refugees.
Internet security / Personal data: Posts about
personal data protection, privacy, cyber security,
GDPR (General data protection regulation).
Monarchy: Mentions about the UK Royal family.
NHS / Hospitals / Healthcare: Posts about the
National Health Service, social and primary care.
Pensions / Social security / Benefits: Posts
related to types of benefits, pension, universal credit
or tax credit.
Poverty / Financial Inequality: Posts to do with
poverty, poor and homeless people, food banks and
financial inequality.
Privatisation / Nationalisation / Government
control of institutions: Posts related to
privatisation, nationalisation, and institutions and
organisations owned by the government.
Taxation: Posts about taxation and tax payers’
money.
Unemployment: Posts related to unemployment,
job security, employment protection and job seeker
allowance.
Wages / Low pay / Minimum wage: Posts about
minimum or low wage, fair pay and zero hours.
For more information on the queries used, please
contact Tara Beard-Knowland (tara.beard-
knowland@Ipsos.com).
About the topics
38
What is included in the queries

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Using Synthesio, we have focussed our analyses on publicly
available data from social media and other sources. For the latest
month, the distribution of sources for all topics combined is as shown
to the right. As Twitter has the greatest volume of data available to
us, it represents the lion’s share of the overall data.
While our searches have been limited to UK as a geography, in social
data it is impossible to completely exclude data from non-UK
sources, as identifiers are not always available. We identify the
geography based on both what is explicitly said and what can be
imputed from other factors.
We have included posts in English or where the language cannot be
identified.
Our data starts from September 2018 for best comparability of data,
due to changes in regulations about what can be captured after the
Cambridge Analytica scandal.
About the data
39
Twitter
61%
Facebook
14%
General news
8%
Forum
6%
Regional
newspaper
4%
National
newspaper
2%
Other
5%
Share of Volume
Source: Synthesio; Share of total volume by media/source type
based on all topics combined

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Ipsos MORI Social
Media Britain
For more information contact:
tara.beard-knowland@ipsos.com
November 2019